5 Reasons Your Website Needs an Upgrade

Written by: Kathryn Tuggle02/14/13 - 12:46 PM EST

NEW YORK ( TheStreet) -- Although most small businesses would love to have a professional, easy-to-navigate website with a strong social media presence and high-res photos, little things such as paying employees and finding new clients always seem to get in the way.

While some companies have spent thousands of dollars perfecting their digital brand, others haven't had the money or the time. Unfortunately, it shows. In today's digital age, a small business' website is the face of the company, and having a strong online presence is essential.

On the Internet, there's a fine line between "good" and "good enough," and it's not always easy to know when your website is due for a major overhaul. We checked in with experts to find the top five indications yours needs a facelift.

"Like with any business offering, knowing your audience is vital to producing a great website experience," says Barbara Apple Sullivan, chief executive of Sullivan, a New York City-based brand engagement and strategy firm.

"A company must tailor its digital offering to suit its customers and prospects: If research reveals your customers are digitally focused and spend 12 hours per day on a tablet, optimize for the tablet experience," Sullivan says.

With the explosion of the smartphone market, there's no question more people than ever are using their handheld devices to browse the Web, says Kevin Poor, creative director for Dix & Eaton , a public relations firm that specializes in website makeovers.

"If a company's site does not provide an adequate mobile experience, it will miss an opportunity to capture the attention of a potential customer," Poor says.

Today's sites should always scale to the width of the browser whether it's on a big desktop or a small smartphone.

2. You have too many social media options

"Social media can be very powerful, but it can also be a big hindrance for brands," says Noah Ross, executive creative director for New York-based advertising agency Launchpad.

"If you've ever gone to a website and seen five-plus social media icon options, chances are at least one of them will be a dud when you get there. This problem lies deeper than just the website, though. It lies in the social media strategy."

Ross says companies shouldn't be involved in social media for social media's sake. They should choose their communication platforms "purposefully" and build a strong strategy around them.

"For example, if you're in retail, Pinterest may be a great place to focus your energy so that you can gain visual exposure of your products in a share-heavy network. But please don't also start a Flickr, Vimeo and Twitter account if you're not going to man those stations with an equal amount of energy and continuity," he says.